STRUCTURE MARKETING REPORT
Table of Contents
Introduction    3
Macro Environmental Audit of Lush    3
PESTLE Analysis    3
SWOT Analysis    5
Overview of the Cosmetic Industry    6
Key Competitors Analysis    6
Consumer Theory    7
Decision-Making Process    8
STP Strategies (Segmentation, Targeting, Positioning)    9
Segmentation    9
Targeting    9
Brand Positioning    10
Target Audience    10
The 7 Ps of Lush    10
Conclusion    12
References    14
Introduction
Lush is a globally recognized cosmetics and beauty brands celebrated for its unique, handmade, and ethically produced products. Founded in 1995 in Poole, Dorset, United Kingdom by Mark Constantine and Liz Weir, lush has scored a distinctive niche in the beauty industry by focusing on fresh, organic ingredients, environmental sustainability, and cruelty free practices.
Genesis of Lush can be traced back to the roots of Constantine and Weir’s earlier ventures in the handmade cosmetics. They are expertise in herbal remedies and a shared passion for the natural ingredients LED them to establish cosmetics to go in the late 1970s.However, due to financial challenges, the company folded in the mid-90s. Deterred by this setback, the founders opened the first lush store with the aim of creating fresh handmade products. The fundamental philosophy of the company is focused on creation of products without animal testing, utilizing ethically sourced raw materials, reducing packaging waste, and advocating for Environmental Conservation. This ethos has been effective in the context of the beauty industry, positioning it as a pioneer in sustainable and conscious consumerism.
Macro Environmental Audit of Lush
PESTLE Analysis
The macro environment analysis has effectively focused on the political factors, environmental factors, social factors, technological factors, legal factors, and economic factors that have been constantly. Set an offset of the company.
The political factors are enough to influence the context of the smooth operation of the organization. Large operates in various countries, each with its own set of regulations and policies governing cosmetics and retail. Compliance with international standards, including Product Safety, labelling and environmental impact is essential. Political stability in these regions affect trade agreements, which can impact on the supply chain of lush and sourcing raw materials (Wallace et al., 2020).
 The economic climate significantly influences consumer behaviour. Economic downturns might lead to reduce consumer spending on the non-essential items like cosmetics. Additionally, currency fluctuations can affect the cost of the products and especially when importing raw materials from different countries, is one of the major scenarios in which the company operates.
Consumer trends indicate a growing preference for the ethical, sustainable and cruelty free products. The brand ethos of the Lush aligns with these evolving consumer preferences. Demographic shifts and the change in the lifestyle choices among the consumers also have an impact on the demand pattern of the products and the ingredients that has been used in the manufacturing of the products (Varshney et al., 2020).
Technological advancements present opportunities for Lush in terms of online sales, digital marketing and enhancing customer experiences. Embracing innovation in manufacturing technologies allows the brand to create sustainable packaging and develop new product lines.
Adherence to legal requirements concerning Product Safety, labelling and employment clause is crucial for Lush’s operations. Additionally, compliance with environmental regulations governing sustainability and waste management is vital for the brand's reputation and continued success.
The commitment of the company to sustainability is seen through the initiatives aimed at reducing the environmental impact. This includes using ecofriendly packaging, sourcing sustainable ingredients, and minimizing waste. Climate change can affect the availability of the natural ingredients, posing a potential threat to the branch supply chain in the long-term aspects of the company. 
SWOT Analysis
This Macro Environmental Audit focuses on these strength, weakness, opportunities, and threats that the company will possess to be an efficient forerunner in the industry.
Lush boasts a strong commitment to the ethical practices and sustainability which resonates with its loyal customer base. The brand's unique selling proposition lies in its handmade fresh and cruelty free cosmetic products. Lush enjoys strong brand recognition globally and maintains an extensive network of retail outlets (Nguyen Khanh, 2020).
Despite its commitment to natural ingredients, reliance on these materials might lead to supply chain challenges affecting product availability. To some competitors, the products of the company range might be perceived as relatively limited. Additionally, higher pricing compared to mainstream brands could pose a challenge in price sensitive markets. 
Lush can capitalize on the growing demand for ethical and sustainable products by expanding into emerging markets that prioritize conscious consumerism. Continued innovation in the product lines will allow the brand to cater to the evolving consumer needs and preferences.
Competition within the ethical beauty sector and from the mainstream brands adopting similar practices poses a threat to the market...